Warc index
 

For many years Schick-Wilkinson Sword was a distant second to Gillette Company in all categories of the global market for shaving products, but in the late 1990s Schick recognized an opening in the wo ...

After establishing a clear identity as a customer-friendly carmaker in the 1980s, Saturn Corporation, a subsidiary of General Motors Corporation (GM), lost its way in the late 1990s. To regain its foo ...

In 2002, the beer brand, Miller Lite owned by SAB Miller, was struggling. Its market share fell from 23% in 1995 to 19.4% in 2002 and it had fallen to the number three brand in a category it had pione ...

For much of the twentieth century Miller High Life had been the flagship brand of the Miller Brewing Company (which became SABMiller plc in 2002) and one of America's best-selling beers, but ...

Saab Cars USA, Inc., was the American affiliate of the Swedish company Saab Automobile AB, which was in turn owned by the General Motors Corporation, a Detroit-based corporation that was the largest a ...

Rock the Vote, a nonprofit, nonpartisan organization, encouraged the young electorate to vote since its founding in 1990. Two years after its conception, Rock the Vote was credited for the second larg ...

Rheingold beer, originally produced by the Liebman Brewery of Brooklyn, New York, had enjoyed a several-decades' stint at the top of New York City's beer market in the middle of the twen ...

In 2005 Quiznos, a chain of sandwich shops with over 2,500 restaurants and $1 billion worth of sales, launched a new $60 million (approx £30 million in 2008) marketing campaign to expand into the fast ...

In 2002 the Public Broadcasting Service (PBS), the nonprofit U.S. media organization, was owned by 349 member television stations with an audience of more than 100 million viewers per week. Despite th ...

Minneapolis, Minnesota-based Polaris Industries Inc. continued "Ride the Best," a long-standing campaign, to promote its personal watercraft (PWC) in 1998. The campaign, handled by Car ...

Pizza Hut is the world’s largest pizza chain, but in the US in the late 1990s it was facing increasing competition. Its response was to introduce the Big New Yorker pizza, a bigger, sweeter flavoured ...

The third-largest manufacturer of consumer electronics, the Dutch company Koninklijke Philips Electronics N.V. was a well-known and respected firm in many parts of the world. The maker of such diverse ...

In 1990 the Warner-Lambert Company began an advertising campaign that starred eye-catching alligators to illustrate the beneficial properties of its product, Lubriderm Hand and Body Lotion. The campai ...

In 1995 Schick, a unit of the Warner-Lambert Company since 1970, introduced the Tracer FX, a permanent razor that was designed to alleviate shaving irritation. The product was targeted at young men wi ...

In 1996 Pepsi owned product Lipton Brisk, sought to increase their share in the ready-to-drink market whilst facing competition from products such as Coca-Cola’s Nestea Cool. Through its campaign “Tha ...

In the early 2000s the cola wars were as hot as ever with number two brand Pepsi-Cola battling to catch up with the top brand, Coca-Cola. But things were not going well for any of the cola brands, i ...

For beverage manufacturer PepsiCo, Inc., the second half of 2003 was a time of transition for the brand identity of its signature soft drink, Pepsi. Not only did it unveil a new slogan for its co ...

For more than 30 years PepsiCo, Inc. has been courting younger consumers, and youthful cola drinkers have formed a major battleground for Pepsi and its number one rival, Coca-Cola. The struggle for ...

Mountain Dew, a lemon-lime flavored, highly caffeinated soft drink, became a prominent national brand for PepsiCo, Inc., in the 1980s, posting double-digit annual sales increases. Many observers exp ...

After their run of two consecutive championships in 1989 and 1990, the Detroit Pistons of the National Basketball Association began a decline that lasted into the early years of the twenty-first centu ...

Hoping to capitalize on the tail end of the mountain bike and bicycle motocross (BMX) craze of the late 1990s, Schwinn Cycling & Fitness purchased GT Bicycles for $170 million in 1998. The resu ...

Rainer beer, owned by Pabst Brewing, was a local brand in the US Pacific Northwest facing declining sales. In 2004, Pabst spotted an opportunity to target new consumers – young people looking for auth ...

The Oxygen Network was the centerpiece of Oxygen Media, an entertainment company that catered to an exclusively female audience via television and the Internet. The network's 2000 introduction ...

In 2002, Pepsi and Starbucks launched DoubleShot an espresso drink. It failed. Two years later, they decided to relaunch it with a new ad campaign. The objective was to increase brand awareness; to cr ...

Norelco Consumer Products Company introduced the Reflex Action Razor in 1996. The product launch, backed by an unusually large advertising budget and an aggressive marketing campaign, helped revitaliz ...

According to Forbes magazine, Internet and catalog shoe shopping was a $2 billion business in 1999. Clothing retailer Nordstrom, Inc., which had launched an Internet subsidiary—Nordstrom.com&#x ...

In 2000 Nordstrom was an aging retailer with an identity crisis. Its core customers—baby boomers—continued to rely on the chain's classic merchandise and top-of-the-line custome ...

Nike, Inc., the sports-shoe manufacturer whose use of celebrity athletes as endorsers had helped it become the dominant American brand in its category, began focusing an increasing amount of its mar ...

Going into the summer of 1997, Nike gave its advertising firm, Portland, Oregon-based Wieden & Kennedy, an "emergency assignment," according to Jimmy Smith, a copywriter for ...

Nike Inc., based in Beaverton, Oregon, and the world's leading manufacturer of athletic footwear, premiered its "Move" television spot in early 2002 during the Winter Olympics i ...